ABSTRACT

The study analyzed the consumer willingness to purchase sensodyne toothpaste product in Aba metropolis of Abia State, Nigeria. Four (4) research question were formulated to guide the study. The population of the study consisted 120 respondents selected from 4 streets consist of 30 respondents the instrument used to collect relevant data was a structured questionnaire. Descriptive statistic was used to analyzed data on the first and fourth research question; correlation was used for the third research question while binary logic model was used for the second research question. It was found that age, education, price, income and household size play critical role in the consumer willingness to purchase sensodyne toothpaste products. It was recommended that education of the consumer should be improved. Pricing of items should also be looked into possibly. 

TABLE OF CONTENTS

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Declaration v

Table of content vi

List of table vii

Abstract viii

CHAPTER ONE

Introduction

1.1 Background of the Study 1 

1.2 Statement of Problem 2

1.3 Research Questions 4

1.4 Objective of the Study 4

1.5 Research Hypothesis 5

1.6 Significance of the Study 5

CHAPTER TWO

2.0 Literature Review 7

2.1 Introduction 7

2.2 Factors Affecting Consumer behavior 7

2.2.1 Cultural Factors 8

2.2.2 Social Factors 10

2.2.4 Personal Factors 13

2.3 Perceptions 19

2.4 Senses  21

2.5 Values and Goals 23

2.6 Attitudes 24

2.7 Price Effect 24

2.7 preference and taste 24

2.8 characteristics of consumers 24

2.9 consumer theory 24

CHAPTER THREE

3.0 Introduction 27

3.1 Area of the Study 27

3.2 Selection of Respondents 28

3.3 Method of Data Collection 28

3.4 Method of Data Analysis 28

3.5 Model Specification 29

CHAPTER FOUR

4.0 Results and Discussions 30

4.1 Socio-Economic Characteristics of the Respondents 30

4.2 Effect of socio-economic factors on the purchase behavior of 

      sensodyne toothpaste in Aba metropolis of Abia State, 

        Nigeria. 31

4.3 The effect of price of synsodyne toothpaste and the frequency of 

        purchase in the study area 35

4.4 Frequency of purchase of sensodyne toothpaste by 

      households/monthly 36

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 37

5.1 Summary

5.2 Conclusion and Recommendation 38

References

Appendix